But if you think about it, change is good because it provides many benefits: safety, ease of use, and convenience.

The way people consume media and technological advances in programmatic also are changing; yet not all marketers have shifted their strategies to profit from those changes.

Automotive advertisers have, historically, depended on television for brand initiatives that reach broad audiences. But their digital strategy focuses on partnerships across lifestyle websites or large, splashy arrangements on high-reach digital properties.

With advancements in audience information driven by better data, brand-reach initiatives are more efficient while still maintaining the brand impact necessary for success.

The large sponsorship opportunities like the Winter/Summer Games, PGA, or Super Bowl, or even partnerships with the entertainment and lifestyle properties definitely help to build brand perceptions and deliver on broad reach.

But imagine the impact of extending those large initiatives with relevant targeting to people receptive to your brand message.

The key is incorporating a data-driven audience strategy into your digital branding plan.

Going beyond demographics

Additionally, it is possible to layer on survey data that helps identify psychographic profiles, attitudes, and even personality traits.

Using the right combination of these data types allows you to target your brand advertising with a level of precision affording you greater reach to the right people for each of your messages.

Using data to reach the right targets

There are many sources of insight on how to define your audience profiles. For example, we can match the profiles you’ve created or provide insights to better define those profiles.

However, making sense of and mapping them to the right people is a different story. Specifically, there are two approaches:

Target the audiences that embody the profiles and personas you’ve already defined and/or

Utilize automotive and data experts to help profile buyers of your vehicles and competitive vehicles. Then target audiences that embody those personas (including identifying and targeting a new persona for a new vehicle).

Learn how to use data to connect your most impactful brand messages to the audiences you value most in this competitive marketplace—and dig into specific case studies to see how advertisers use data today.

As a thought leader and market voice, she helps automotive marketers discover and implement the best possible audience strategies and delivers data, insights, and perspective on broader auto industry initiatives that impact automotive marketers.

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